Developing Scalable Marketing Strategies for Business Growth
July 7, 2021
Marketing directors at an expanding company must work to scale their marketing efforts as much as their technology. There is incredible pressure on their department to deliver results. Businesses must continually embrace new marketing platforms and client acquisition methods to grow. This includes developing scalable marketing strategies to target potential customers. Despite the overwhelming expectations, budgets are not exactly increasing. The onus is on them to accomplish more with fewer resources while maintaining quality.
Scaling marketing operations is a primary goal for marketing professionals at growing firms ready to expand their programs. But doing so comes with significant difficulties: organizing several teams while managing goals, resources, and metrics in a way that does not stifle your progress. However, expansion does not mean inadequate or lagging. Scaling your marketing efforts can help your organization remain lean and agile as you keep executing campaigns that customers love and catalyze business growth.
Developing a Scalable Marketing Campaign
The following tips can help you scale your marketing strategies for business growth.
Develop Feasible Strategy and Innovative Processes
Bigger is not necessarily better. Scaling your marketing operations may add unnecessary complications, make cooperation difficult, and lag your team. You will need to prepare ahead to avoid these expansion issues and keep your marketing organization functioning effectively. Therefore, start small and work your way up. Evaluate your present processes to discover where you can make improvements, evaluate which marketing operations are yielding a favorable return on investment, and eliminate any clog in the wheel.
You need to answer certain questions to know if you are prepared to scale, including the things that set you apart from competitors in major vertical markets or places you have marked for expansion. The success of any scalable marketing strategy lies in identifying what draws in customers and keeps them around and utilizing the knowledge for sustainable growth.
Prepare Your Marketing Team
As the marketing director, you need to evaluate the current workload and capacity of the team. You have to be sure they can handle an increase in projects without jeopardizing existing customers, goods, or services. Your marketing team members are overloaded if they also assist other departments like public relations and customer service, besides reviewing performance data, and trying new marketing techniques. Try to simplify efforts and processes so that your team can scale. Alternatively, try hiring more people to help offset your team’s workload and tasks.
Also, consider if your team has the necessary experience to launch effective campaigns in the new locations or targeted sectors. If not, you could consider hiring additional employees right away or contract out until you have a more precise notion of the skills your team requires. Examine your present team to determine each member’s talents and skills, determine where your skills gaps are, and fill those positions.
Delegation is Important
According to a survey by CMO Council and Deloitte, 45 percent of CMOs said they spend the majority of their time evaluating and approving marketing strategies, budgets, and campaigns. Forty-two percent of respondents said the majority of their day is spent in meetings. Sixty-six percent wish they could spend more time discussing corporate strategy with other executives, and 55 percent wish they had more time to implement new marketing strategies.
Making smart decisions takes time, which is a luxury for most marketing executives. Therefore, reserve your energy for the most critical instances and delegate as much as possible. Prepare your team to make excellent judgments on your current marketing activities so you can focus on implementing new strategies.
Since many marketing responsibilities, such as creating campaigns, preparing and producing content, and promoting events, are recurrent, your team will also need to make such decisions. They will need to determine which categories or channels, for example, to target in a new campaign and what metrics to use for assessing progress and result.
Make templates for recurrent activities and projects to standardize the procedures and ensure easy adherence. Create reporting dashboards to make data tracking and sharing seamless. This visibility allows you to easily monitor campaigns without committing most of your time to meetings. It helps your team keep on track with priorities and understand what their colleagues are accountable for and their objectives.
Email and spreadsheets are the least scalable options, so look for a project management platform that can scale with your staff. This guide will assist you in evaluating your alternatives and determining the best match for your requirements.
Marketing’s basic challenge is essentially getting the right message to the right person at the right time. However, if you scale up your marketing campaign, launching multiple complicated campaigns simultaneously, it becomes increasingly difficult to do so. You will need the appropriate technologies to track, analyze, and improve your marketing activities if you want to stay up with the intricacy and volume of client and campaign data. The onus lies in scaling and maintain the personalization that kept customers coming back and lies at the foundation of your current marketing successes.
You can deliver highly targeted communications to leads and cut the marketing cycle by using marketing automation solutions. Through helpful emails, follow-ups, social media involvement, and other methods, automated lead nurturing helps you connect with consumers and decide whether they are genuinely sales-ready. You may also simplify repetitive activities, reduce mistakes, and execute quicker by automating your creative operations.
The fascinating aspect of creating a scalable marketing and sales ecosystem is that optimization is never too late. Although your campaigns are automated, you may make changes to them regularly to increase engagement and revenue. This is crucial since your objectives will change as you progress. Marketing automation helps you to scale in tandem with your business’s growth.
Testing is the secret ingredient here. Ensure you run your automated marketing efforts long enough to have enough data to work with. Everything from email subject lines to sponsored search headlines should be A/B tested, and the results should be continuously monitored. Marketing automation’s precise insights into performance can help you to realize what is working, what isn’t, and how and where to make improvements.
Above all, do not change your efforts merely for the sake of changing them. There is no need for a reckless response when you have reliable data. Make sure your entire team stays current and that you meet regularly to update your short-term strategy and long-term goals.
Analytics is Essential for Improvements
According to a study by HubSpot, only 23 percent of firms are reaching their revenue objectives, and 74% of those who are not surpassing their targets do not know how many monthly visitors, MQLs, or sales opportunities they require. It will be challenging to expand your customer base and income streams if you have no idea how leads enter or exit your marketing funnel.
Growth gets a lot easier when you are tracking the right things. Focus on KPIs that help you become a customer-centric firm, so you can acquire relevant data and quick user input to propel your business ahead. To enhance outcomes, increase ROI, and send mature leads to your sales team, determine which marketing activities are producing value. Knowing where to commit your resources to fuel growth depends on correctly ascribing revenue across all of your marketing operations.
Primary indicators like lead volume and website traffic are vital. Still, neglecting to go more profound means you miss out on critical insights about your marketing success and potential for development. Essential marketing data like MQL to SQL ratio and unengaged subscribers provide you with a better understanding of what is driving your performance and where you should concentrate your efforts.
Measure not only the outcome of campaigns but also the committed effort and resources. Examine the success of your campaign using two factors – the desired results and if the results are worth the invested resources.
Stay Scalable While Growing
If you set the proper groundwork for your marketing operations, you can expand to the point where you can focus on customer needs and marketing trends. Efficiency is critical for scalability. Meeting more demands with current or reduced resources ensures profitability in business and opens doors for growth and diversification. However, the efficiency will not happen magically. It is a result of your team’s effort, supported by smarter strategies and technologies. You can create replicable marketing processes that aid with acquisitions, nurturing, qualifying, and sales if done correctly.
Agile marketing teams maintain a lean structure while increasing production and efficiency. Eighty-seven percent of CMOs say that switching to Agile marketing has made their teams more productive.
With an increasing number of marketing solutions, the long-term viability of processes and programs will become increasingly critical. Examine the number of systems you will need to execute your multi-channel marketing objectives and search for platforms that can scale while offering personalization throughout the buyer’s journey.
Ask your team for feedback on whether jobs are repetitive and non-value-adding if they are experiencing stress with campaign execution. Central campaign execution inside a scalable marketing platform provides unique benefits and efficiencies, allowing marketers to keep up with new and innovative methods for customer engagement.
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